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Hello, [introduce yourself if not already] – Digital trends in 2012. I have three that I want to share with you. But first, I want to talk to you about…

Why not everything SOCIAL MEDIA! I ’ m sure you ’ ve heard a ton of things about this kind of thing this morning and in fact, I could probably give a whole other talk about this subject alone. However, it would be stupid of me to begin a talk about digital trends for 2012 without mentioning the biggest social and cultural change to happen in our lifetimes. As marketers, only one thing should matter -

And that ’ s this thing. Easy, right? Social media is no longer about ‘ Why should we do this? ’ but much more – thanks to the right measuring tools – ‘ HOW do we do this? ’

This quote, from social media practitioner, Brian Solis, says it all.

I often give talks about social media built about this one single question. 10minutes, 20minutes, an hour… all spent illustrating the basic need for an objective with any social media marketing campaign. Case studies, examples and theories – all about knowing your objective. Not just your objective… to my point -

What is your MEASURABLE objective

Remember – and this is the important part – IT ACTUALLY HAS TO DO SOMETHING. Moving on.

So let ’ s talk about point one. Data. BIG Data. In 2012 everything will be a data point. You may have heard of it already, we ’ re calling it -

The Internet of Things. What does it mean? Well.

Simples. No? Ok, well. Like I said, it means everything is a data point. Hang on, that definition is quite wordy, here ’ s a *really simple* diagram to help illustrate it for you -

Bus time app tells you where your bus is. How? The bus is a data point. Sharing data with the cloud and presenting it, in real time, to you – the user. Smart data, collecting together to improve your life. What the Jawbone UP wristband? YOU are the data point. UP, in collaboration with an iPhone app, collates data about your health, eating and sleeping habits then presents them back to you in a desktop/mobile infographic. MENTAL. My trends today dovetail quite nicely into each other; this big data, this collective of information, is constantly being used in our lives to improve them. However, this can only take place through super-smart INTEGRATION

And it is INTEGRATION that is my second Digital Trend moving into 2012. But what kind of INTEGRATION? Well, from a marketing perspective, social media used to be a thing that operated on its own but now, social media is a referred to as its own marketing discipline and (at last) being used in the larger marketing mix. But that ’ s not all, as consumers you ’ ll see more of it mixing traditional and digital media in very, very smart ways - as you ’ ll see from some of these examples, integrating across channels is just one way to do this. This isn ’ t about different touchpoints…

this is hashtags appearing during tvshows… Have I Got News For You. From the Beeb, with a hashtag being shown after the opening credits. This is an acknowledgement of the conversation and it helps the viewer join in. Sorority Girls – a reality show from E4 – does this also, but instead of showing it after the opening credits, E4 instead flashes the hashtag as they go into commercial break. Smart. Next -

This is a page from the letters section of Total Film magazine. I ’ m a long-time fan and reader and this stuff here, on their pages, is awesome: pulling in tweets and Facebook comments from their fanpage and *making them real* like this serves two purposes – 1. It shows their fans that they listen, that they care and, that if they like what you say enough, they ’ ll publish their fan commentary. Which in turn leads to purpose number 2: this is free content for the magazine. This bridges the gap between the digital and the physical – through publishing. Which leads me to digital trend number 3. Ready?

QR Codes! Who here believes QR codes are the future? Anyone? Sure? I mean, look! There ’ s one in a magazine right there! No? No… I didn ’ t think so either.

Let ’ s scratch QR Codes then, and let ’ s talk about -

NFC. Near-Field Communications. There are two key reasons, that I feel at least, that will be behind the success of NFC moving into next year. The first is sociological – across the world, technology leapfrogs. Here in the UK 3G networks rolled out and we all collectively jumped from 2G to 3G. There is, believe it or not, 2.5G or ‘ Edge ’ as it is known to some of us. Edge was huge in the Far East. Here in the UK though, it took so long for us all to get used to the idea that our phones could take us online that by they time we were ready to jump, we leapfrogged. The same story is happening in Africa and India. There, data and technology prices have come down in such as short space of time that they will see 4G networks rollout before the licence talk in London even gets underway. The same thought is applied to QR Codes. I think it ’ s fair to say that we ’ ve never really *got* QR here. We haven ’ t. So we ’ ll leapfrog. What ’ s next? NFC. That ’ s reason one. Reason two is…

Money. There ’ s no money in QR codes. Nothing secure can take place, *anyone* can make one and basically, they ’ re not *sexy* to big businesses. However, right now… there are some…

… Big players all competing/collaborating on bringing NFC to the masses. Rumours are afoot that the next iteration of the iPhone will be NFC-enabled. OEMs such as Samsung are working with VISA and Google to bring NFC-enabled mobile payments to the masses. Barclays are doing a massive media push *right now* about their ‘ contactless payment ’ with Barclaycard. NFC is here already, we just don ’ t know it yet. Plus, with this amount of money being thrown at it, by people who *have* the money to throw at it, NFC will take off whether we like it or not.

SIM-based NFCs are coming. So we have Banks, phone makers, operators… GOOGLE… all driving us all towards NFC. It ’ s worth pointing out that, here in the UK at least, there ’ s probably only around five or six devices that currently ship with NFC enabled. Tops. However, next year, every single NEW smartphone is expected to ship with NFC. This is a big deal ladies and gentlemen. So examples? Ok -

Taiwan: order a taxi at a bilboard (you can do this via QR code in Soho, Addison Lee ashtrays, seen those? No, thought not) Anyone here know about the Dennis/Nokia partnership? A magazine published with NFC chips *in the pages* allowing you to like facebook pages *while reading the magazine* Museum of London: exhibits are NFC-enabled so that you can ‘ tap to learn more ’ with your device.

We ’ ve even got them in our office. We bought this sticker from NFC-Hub, you turn up and tap to follow @1000heads on twitter. Lovely stuff. Dirt cheap too.

So there we have it. Three trends for 2012… Big Data.

Integration.

And NFC. Thank you.

APA Digital Breakfast: Digital Trends for 2012

4.
“ To be completely up front about it: there is no ROI for any social media programme. However, there is definitely provable ROI for social media progammes that are setup to do something . It’s about setting a clear objective.”

7.
“ To be completely up front about it: there is no ROI for any social media programme. However, there is definitely provable ROI for social media progammes that are setup to do something . It’s about setting a clear objective.”